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1、MarketingManagement熊偉2012年10月19日MARKETINGMANAGEMENT4.CreatingCustomerValue&CustomerRelationshipsSessionQuestionsWhatarecustomervalue,satisfaction,andloyalty,andhowcancompaniesdeliverthem?Whatisthelifetimevalueofcustomers?Howcancompaniesbothattractandretaincustomers?Howcan
2、companycultivatestrongcustomerrelationshipsandcustomerequity?Customers’PerspectiveVs.Industry’sPerspectiveCustomerValueCustomers’PerspectiveOfCustomerValue3-6eBayepitomizesthe Customer-OrientedModelV=B/P其中:V=customervalueB=perceivedbenefitsP=costs性價比3-8DeterminantsofCusto
3、merDeliveredValue顧客讓渡價值：顧客總價值與顧客總成本之差使用價值服務(wù)價值人員價值形象價值客戶總利益客戶總成本貨幣成本時間成本精力成本心理成本客戶讓渡價值Case4:Warnervs.PirateDVDTheExperienceEconomyCommodityGoodsServicesExperienceDifferencebetweencustomerperceivedperformanceandtheirexpectationsTotalCustomerSatisfactionCustomerSatisfaction產(chǎn)
4、品未能達(dá)到顧客的期望顧客不滿意產(chǎn)品達(dá)到顧客的期望顧客滿意產(chǎn)品超出顧客的期望顧客非常滿意或十分驚喜顧客的期望是在以往購買經(jīng)歷、朋友的看法、企業(yè)和競爭者有關(guān)信息和承諾的基礎(chǔ)上產(chǎn)生的。MeasuringSatisfactionPeriodicSurveysCustomerLossRateMysteryShoppersMonitorcompetitiveperformanceToolsforTrackingandMeasuringCustomerSatisfactionComplaintandsuggestionsystems:Customers
5、atisfactionsurveys:Acustomer-centeredorganizationmakesiteasyforcustomerstoregistersuggestionsandcomplaints.Somecustomer-centeredcompanies-P&G,GeneralElectric,Whirlpool—establishhotlineswithtoll-freenumbers.CompaniesarealsousingWebsitesand e-mailforquick,two-waycommunicati
6、on.Studiesshowthatalthoughcustomersaredissatisfiedwithoneoutofeveryfourpurchases,lessthan5percentwillcomplain.Mostcustomerswillbuylessorswitchsuppliers.Responsivecompaniesmeasurecustomersatisfactiondirectlybyconductingperiodicsurveys.Whilecollectingcustomersatisfactiondat
7、a,itisalsousefultoaskadditionalquestionstomeasurerepurchaseintentionandtomeasurethelikelihoodorwillingnesstorecommendthecompanyandbrandtoothers.LoyaltyAdeeplyheldcommitmenttore-buyorre-patronizeapreferredproductorserviceinthefuturedespitesituationalinfluencesandmarketinge
8、ffortshavingthepotentialtocauseswitchingbehavior.CustomerLoyalty顧客滿意度提高的好處：價格彈性降低重復(fù)購買形成良好口碑對企業(yè)和產(chǎn)
